Jennifer Aniston was the face for Smartwater from 2008 until 2020. Gal Gadot took over as the face for Smartwater after Aniston's contract ended.
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| Smartwater |
Now Aniston has once again reunited with Smartwater.
Luke Perkins, group director of creative strategy at Coca-Cola called her management company last year and her manager said, ‘Where have you guys been? What took you so long?’. Luke perceived the partnership as real love affair.
Shakir Moin, president of marketing at Coca-Cola North America explained, "We’re constantly scanning the culture to look at what’s coming up, but we try to get into the ‘whys’ more versus the ‘whats.’ The ‘whats’ are interesting, but the ‘whys’ … are critical".
"We saw the rebirth of ‘Friends’ during COVID, and it continues to come through as we looked at how various social platforms were talking."
The campaign was created by WPP Open X, led by VML and supported by Grey, Ogilvy New York, Publicis and United Talent Agency.
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